signature brand

Key steps to a client-capturing and income-generating Signature Brand

Last week I had the privilege of being interviewed by Melinda Emerson (aka @SmallBizLady) on her #SmallBizChat tweet chat. It certainly was a jam-packed hour with lots of interaction.

We spoke about the very important topic of how to build a powerful Signature Brand – a vital step towards getting you noticed and hired by your ideal client!

If you’d like to attract more clients and increase your weekly, monthly and annual income over the next two weeks I’m going to share the interview that I did with Melinda Emerson. These are the steps you’ll need to take in order to build your own powerful Signature Brand.

Here’s Part One:

How to build a powerful client-capturing and income-generating Signature Brand – Part One

[@SmallBizLady asks]:

1. When you speak about a ‘brand’, many people think this is their business card, their logo, tag line etc – is this what you mean?

[@AnnemarieCoach responds]:

Many people think that their ‘brand’ is their business logo, business card, letterhead, envelopes, with compliments slips, marketing material, brochures, website etc.

While these things are all very important they are really more about the ‘branding’ elements that will help you to communicate your brand message to your prospects and clients.

Your ‘brand’ goes much deeper than these ‘branding’ elements.

2. So how do you define ‘brand’?

I like to think of your ‘brand’ as the perception others have of you and your business. It’s your promise of value. Your reputation.

For service-based businesses there may be hundreds of other coaches and consultants working in your field offering similar systems and processes as you do. However, what will truly set you apart – is you.

3. So for service-based businesses their ‘brand’ in effect is themselves?

Yes, absolutely.

Their unique qualities, their mission and purpose, their core values and what they stand for are all very important elements that should be considered when defining their brand. [In fact there are four steps that I recommend people consider when defining their brand, which I’ll share in a moment.]

Even though you may be speaking about a similar topic or sharing similar tips and advice as your competitors, what WILL be different is ‘how’ you deliver the information and ‘HOW’ you show up in all of your interactions with your prospects and clients.

This is what is unique about you and when harnessed correctly will enable you to create a powerful brand.

4. Some people may think that identifying and defining their unique ‘brand’ is not really that important. What would you say to them?

Unfortunately, yes, this is something I see time and again. What can often happen is that people starting up their business can look to see what their competitors are doing or even what other businesses are doing. When they see something that seems to be working for these others businesses they can be tempted to copy or emulate elements of these brands.

This is probably one of the worst things people can do. It’s not authentic to them. And, often they will stand out – but not for the right reasons but because of this false persona.

Trying to be something or someone that you’re not is extremely difficult to maintain and will often result in a confused brand and marketing message. And, a confused prospect says ‘no’ and will move on and that’s not what you want.

So, remember being authentic – just being ‘you’ – is important.

5. What benefits can businesses expect to see if they take the time to define and build their unique brand?

Defining and building a unique brand can certainly distinguish you from your competitors. And for businesses that are in a competitive marketplace I’m sure they’d agree that it can often be difficult to stand out from the crowd.

Building a strong brand can also help you build your credibility and reputation as a specialist – an expert in your field. This is because once you have a clear idea on your brand, the core elements that make you special and unique, you can be on-brand in everything you do and start to build credibility in that specific area/field.

Part of the branding process is also to understand your target market – the people who you want to work with. As you continue to build your reputation and credibility – guess what happens? People start to notice you, particularly YOUR target market. As they get to know, like and trust you, they are then far more inclined to want to step up and invest in your services because of the fact that you are an expert who they know can support them.

6. Earlier you mentioned that there were four steps to consider when people were going through the process of defining their brand? What’s the first step?

The first step is for people to define their brand attributes.

When talking about brand attributes these are your characteristics; your unique qualities; your quirkiness.

Here are a few questions that people can think about to help them define their brand attributes.

  • List 5-6 features/qualities that you would say are unique about you.
  • What do people often admire about you?
  • Do you have a quirkiness about you that is often mentioned as being something unique and essentially ‘you’?

7. What’s the second step in defining your brand?

The second step in about getting clear on your brand strengths:

Your brand strengths are your gifts and talents – things that you are naturally good at.

This can often be a difficult process because so many of us take our strengths for granted. I’ve thought long and hard about why this may be, and over the years I’ve come to believe that it’s because our strengths come so naturally to us that when we think about them, we tend to think that anyone can do it. And, that is far from the truth.

Let me give you an example. My mother (who is now 92 years old) has always loved networking and talking to people. In fact, she has always been involved in various groups where she can mingle with others. One of the things she continues to do – even now in her 90s is to visit elderly people in a Hostel that’s located very close by to her home.

The elderly people she visits are extremely frail and due to their ailments are unable to go out. By visiting them, spending time with them, listening to their stories (for the hundredth time I might add), my mother is making them feel special. Here is someone who is taking time out of her day to just sit and talk and listen.

However, if you were to ask my mother what she thought was one of her strengths she would never in a million years, recognise that this was indeed a strength and talent that was making an impact on other people’s lives.

So, when you start to write a list of your strengths, think of things that come naturally to you. These questions/statements may help you:

  • What do people most admire about you?
  • Think about some of your achievements. What strengths and talents did you use to secure these successes?
  • What are 5 or 6 strengths that come naturally for you?

Questions 8 to 12 will be shared next week: How to build a powerful client-capturing and income-generating Signature Brand – Part Two

haveyoursayWas this helpful? If you’ve already got a basic idea of your brand – how can these questions allow you to strengthen what you are already doing so that you can really make an impression with your ideal client?

Share your comment on my blog! And, if you think these tips were helpful, please Like, Tweet and Share with your network. As always, I’d really appreciate it.

Till next time, stay inspired!


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